when data, tech and ideas collide
Fernando Machado, Global Chief Marketing Officer, Burger King
….experts to share examples of how to apply data and technology tactfully to develop creativity that enthrals audiences. Plus, brands will demonstrate how they harness AI and machine learning to underpin creative work that drives lasting emotional connections with consumers.
There was once a time when tech and data both terrified and enchanted us. But whilst some were still obsessing about “humans v machines”, future-thinking brands were creating virtual assistants, personalising 1-2-1 ads at scale and enabling customers to try on make up at home via an app. What was once deemed “innovation” is now a hygiene factor.
As creative technology becomes invisible, the creative possibilities are almost infinite. Data is also seductive and yet it can be profoundly limiting (particularly when we’re all working with the same information!).
Here at Cannes Lions we will always believe first and foremost in human curiosity and imagination. But we celebrate and interrogate the application of creativity, which is almost always informed and amplified by machines.
It will blow your mind.